How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.

I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.

Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.

User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in

Having the best product means nothing if the people won't buy it.